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Dumb Ways to Die 2 Lose Funny

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2012 PSA campaign by Playside Studios of Australia

Impaired Ways to Die
Dumb Ways to Die.png

A screenshot from the animated video during the song's final chorus presenting the characters and their resulting deaths (except Clod).
Release date(s) November 2012

Impaired Ways to Die is an Australian public campaign made by Metro Trains in Melbourne, Victoria, Australia, to promote railway safety.

In 1 October 2021, PlaySide Studios caused Dumb Ways to Dice franchise for $ii.25 million from Metro.[one] Playside Studios also released an NFT chosen BEANS on iii February 2022. The campaign video went viral through sharing and social media starting in November 2012.[2]

Campaign [edit]

The campaign was devised by advertizing agency McCann Melbourne. Information technology appeared in newspapers, local radio and outdoor advertizing throughout the Metro Trains network and on Tumblr.[three] John Mescall, executive creative manager of McCann, said "The aim of this campaign is to engage an audience that really doesn't want to hear whatsoever kind of prophylactic bulletin, and nosotros recall dumb ways to die will."[three] McCann estimated that within 2 weeks, it had generated at least $50 meg worth of global media value in addition to more than than 700 media stories, for "a fraction of the cost of 1 Television receiver ad".[4] According to Metro Trains, the campaign contributed to a more than thirty% reduction in "most-miss" accidents, from xiii.29 about-misses per million kilometres in Nov 2011 – January 2012, to ix.17 near-misses per million kilometres in Nov 2012 – January 2013.[5]

Animated video [edit]

The video was art directed by Patrick Baron, blithe past Julian Frost and produced by Cinnamon Darvall.[3] It was uploaded to YouTube on 14 November 2012 and made public two days later. It featured characters with punny names such as "Numpty," "Hapless," "Pillock" and "Dippy" (the starting time four beans in the song, listed in social club of appearance) killing themselves with stupidity. The blithe video has two versions, an English language one and a Spanish one.

Song [edit]

"Dumb Ways to Die"
Tangerine Kitty - Dumb Ways to Die (Official Single Cover).jpg
Song by Tangerine Kitty
Released i November 2012 (2012-11-01)
Genre Pop
Length 3:00
Songwriter(southward)
  • Ollie McGill
  • John Mescall
  • Patrick Baron
Producer(southward)
  • Ollie McGill
  • John Mescall
  • Patrick Baron

The vocal "Impaired Ways to Die" from the video was written past John Mescall and co created with Patrick Baron, music by Ollie McGill from The Cat Empire, who also produced it.[vi] It was performed by Emily Lubitz, the lead vocalist of Tinpan Orange, with McGill providing backing vocals.[2] The ring on the recording consists of Gavin Pearce on Bass, Danny Farrugia on drums and Brett Wood on guitar.[7] Information technology was released on iTunes, attributed to the artist "Tangerine Kitty" (a reference to Tinpan Orangish and The Cat Empire).[2] [8] The song, with a tempo of 128 beats per minute, is written in C major and a fourth dimension signature of 4/iv.[ix]

Charts

Video game [edit]

2013 video game

Dumb Ways to Die
Developer(due south) Julian Frost
Samuel Baird
Publisher(southward) Playside Studios Metro Trains Melbourne (formerly)
PopReach
Engine Unity
Platform(southward) iOS, Android
Release iOS
  • WW: 6 May 2013
Android
  • WW: 17 September 2013
Genre(s) Activity game, Puzzle game
Mode(s) Unmarried-actor

On 6 May 2013, Metro released a "Dumb Ways to Die" game as an app for iOS devices.[13] [14] The game, developed by Julian Frost, Patrick Baron and Samuel Baird,[15] invites players to avoid the dangerous activities engaged in by the various characters featured throughout the entrada.[16] Within the app, players tin also pledge to "not do impaired stuff around trains."[17] [18] The activities include things like getting toast out with a fork and poking a stick at a grizzly bear. An Android version was released in September 2013.[xix]

The game is like to games in the WarioWare series. The game presents minigames based on the blithe music video in rapid succession and becomes faster and more difficult the longer the game is played.[20]

A sequel titled "Impaired Ways to Dice 2: The Games" was released on 18 November 2014. In the sequel, there are a lot more varieties of challenges in each particular building, and each edifice has a particular theme. Before a railroad train arrives at a edifice, the actor plays a claiming to counter something related to trains. If successful, bonus points can be earned at the end of the game. There are 8 challenges each in every building. Similar the original game, the game'due south characters do plenty of unsafe and unsafe activities. Lives can be lost past "dying" in 1 of the activities. The player has 3 chances to prevent the characters from dying.[21]

The game is recently besides available as a web and mobile-web version by MarketJS, license holder of the HTML5 web IP.

A second sequel titled "Impaired Means to Die 3: World Tour" was released on 21 December 2017. Dissimilar the previous games which both involved the histrion playing minigames and trying to prevent the characters from dying, here the player collects coins from houses that are stock-still up from existence initially cleaved. The houses are fixed past the player playing a new minigame for each area containing those houses.[22]

A third sequel titled Dumb Ways to Die 4 is expected to release in 2022.[23]

A spinoff was also released, titled "Dumb Means to Draw" on 5 May 2019. In the game, the player has to describe lines with in-game pens to guide the characters to their goals. But they too accept to prevent the characters' deaths past dangers. It also had a colouring section to colour and share drawings too equally a "trace the flick" section, in which the player is required to hold the screen till a line of sufficient length is drawn to trace the given diagram.[24]

Another spinoff, titled "Dumb Ways to Dash" was released on 13 December 2019. The actor has to guide their grapheme in a 3D race against other characters to the finish line while avoiding the obstacles.[25]

A 3rd spinoff, titled "Impaired Means to Die: Superheroes" was released on 25 June 2020. It has similar gameplay to the previous spinoff.[26]

YouTube aqueduct [edit]

The Metro Trains has besides published a number of other videos on its YouTube channel, "Dumb Ways to Die", including the trailers of the 2nd game, a video centered on the Miff, a series of Christmas-themed short videos, Halloween-themed videos, and some other videos centered on Train Safe.[27]

Reception [edit]

Susie O'Brien in the Herald Sun in Melbourne criticised the advertizement for trivialising serious injuries and being nearly advertisers' ego rather than effective prophylactic messages.[28]

Simon Crerar of the Herald Sun wrote that the song's "catchy chorus was the most absorbing claw since PSY's Gangnam Style."[7] Alice Clarke writing in the Herald Dominicus described the video as "adorably morbid" and wrote that Victoria's public transport "broke its long running streak of terrible ads".[29]

Daisy Dumas of the Sydney Morning time Herald described information technology equally "darkly cute — and irksomely catchy" and the chorus as "instant earworm cloth".[xxx]

Michelle Starr of CNET described the campaign as the Darwin Awards meets The Gashlycrumb Tinies and the song as "a cutesy indie-pop striking in the style of Feist".[31]

Logan Booker of Gizmodo described it equally "taking a page out of the Happy Tree Friends book and mixing cute with horrifying".[32]

Karen Stocks of YouTube Australia said the video was unusual due to the high number of views from mobile devices.[33] Stocks attributed the success to "A snappy headline. A tricky tune that gets stuck in your caput. And a message that is easy to empathise and perfectly targeted."[33]

The Sunshine Coast Daily described it as "the Gangnam Fashion of train safety campaigns".[34]

Arlene Paredes of the International Business Times said the video was "brilliant in getting viewers' attention" and "arguably i of the cutest PSAs ever made."[35]

Effectiveness and unwanted repercussions [edit]

The entrada received some criticism on the ground that suicide is ane of the most influential causes of rail trauma, and the ad reinforces deadly trains as a possible suicide method.[36] Writing in Mumbrella in Feb 2013, a former employee of Victoria's Department of Infrastructure advised critical thinking when evaluating claims made regarding improvements to rubber. Reference was made specifically to the claimed twenty percent reduction in risky behavior as being "social media bullshit".[37]

Censorship in Russia [edit]

In February 2013, Artemy Lebedev's blog was censored past Roskomnadzor, the Russian government agency in accuse of Net censorship, for including the video.[38] Later that mean solar day, the YouTube video was also censored, with the "This content is not available in your country due to a legal complaint from the regime" bulletin. The official takedown notice sent to Livejournal.com was quoted, in part, by Lebedev in his web log.

The vocal'due south lyrics contains a description of unlike ways of committing suicide, such as: using drugs beyond their expiration date, standing on an edge of a platform, running across the rails, eating superglue and other. The blithe personages demonstrate dangerous ways of suicide in attractive for children and teenagers comic format. The lines such as "Utilize a apparel dryer equally a hiding place" and "I wonder what's this red push do?" contain an incitement to commit those acts.

Despite this, the video was however included into the ABC Show and was shown in more than than 50 cities across Russia.

Awards [edit]

The campaign won 7 Webby Awards in 2013 including the Best Animation Picture & Video and Best Public Service & Activism (Social Content & Marketing).[39]

It won 3 Siren Awards, run by Commercial Radio Australia, including the Gold Siren for best ad of the year and Silver Sirens for the best song and best campaign.[twoscore] [41]

The public service announcement was awarded the Grand Trophy in the 2013 New York Festivals International Advert Awards.[42]

In June 2013, the campaign clip won the Integrated Grand Prix at the Cannes Lions International Festival of Creativity,[43] and overall, won five Grand Prix awards, eighteen Gilded Lions, three Silverish Lions, and two Bronze Lions, which was the near for the campaign in the festival'southward history.[44]

Legacy [edit]

Parodies [edit]

Within two weeks, the video had spawned over 85 parodies.[45] Some renditions and parodies have been featured in national and international media:

  • "Cool Things to Find" - featuring the Curiosity Mars rover. Cinesaurus noted that information technology took them six days and 250 human hours to create.[46] [47]
  • "Impaired Film Means to Die" - from The Picture show Maniacs parodies well known "dumb" motion picture deaths from famous films.[48] [ amend source needed ]
  • "Dumb Ways to Die (In Video Games) Parody"[49] by YouTube channel MegaSteakMan.
  • "Dumb Ways to Die (Minecraft Edition)"[49]
  • "Grand Theft Auto V: Dumb Ways to Die"[51] [52]
  • Dumb Ways to Die - Game of Thrones Edition[53]
  • "Annoying Ways to Dice" from Annoying Orange, as noted by Socialtimes
  • "The Walking Expressionless + Dumb Ways to Die Parody" - live-action parody of characters from The Walking Dead
  • "Smart Ways to Alive" by The Maccabeats - a cappella version as noted by Arutz Sheva.[54]
  • "Squid Game - A Dumb Ways to Die Parody" - past Ploy Boal won the Video of the Day Laurels on 19th April 2022 from Motion Design Awards [55]

Life Insurance Partnership [edit]

Due to their success, the Dumb Means to Dice characters have been featured in a promotional campaign for Empire Life Insurance, with their key message beingness, "the dumbest mode to die is without life insurance."[56] [57] Nevertheless, the campaign was met with mixed reviews, with some advertising critics accusing Metro of "selling out" on a successful entrada.[58]

Spin-offs [edit]

On 17 Oct 2014, the Dumb Means to Die website was revamped to hint at a new installment of the campaign. Slated for release in November 2014, the games have on a more sporting, athletic, and fitness theme, and is labelled "Impaired Ways to Dice 2: The Games".[59]

Other [edit]

  • Metro Trains was also supporting the Melbourne International Moving picture Festival and decided to create a video to keep rubber effectually that event.[60]

References [edit]

  1. ^ "PlaySide Studios (ASX:PLY) acquires Dumb Ways to Dice franchise for $2.25m". The Market Herald. one October 2021. Retrieved 8 March 2022.
  2. ^ a b c "Metro's natural language-in-cheek send safety animated video goes viral on social media". The Historic period. 19 Nov 2012.
  3. ^ a b c "McCann's dumb ways to die". Australian Creative. 19 November 2012. Archived from the original on 19 November 2012.
  4. ^ "Aussie viral video, 'Impaired Ways to Die', lives on". The Historic period. 29 Nov 2012. Archived from the original on 28 December 2020. Retrieved 29 November 2012.
  5. ^ Stephen Cauchi (14 February 2013). "No dumb luck: Metro claims safety success". The Historic period. Archived from the original on 28 Dec 2020. Retrieved xv February 2013.
  6. ^ "'Dumb means to die' goes viral". 3AW. 19 Nov 2012. Archived from the original on 29 October 2013.
  7. ^ a b "Cute Melbourne safety video Dumb Means to Die becomes internet boom". Herald Sunday. 19 November 2012.
  8. ^ Gruger, William (ten December 2012). "Australian 'Dumb Means to Die' Ad Goes Viral, Song Gains Sales". Billboard. Archived from the original on 28 December 2020. Retrieved 17 April 2020.
  9. ^ "Tangerine Kitty "Impaired Ways to Dice" Sheet Music in C Major (transposable) - Download & Print - SKU: MN0127323". Musicnotes. 17 September 2017. Archived from the original on 28 December 2020. Retrieved 18 September 2017.
  10. ^ "Tangerine Kitty – {{{vocal}}}" (in Dutch). Ultratip. Retrieved 3 December 2014.
  11. ^ "Tangerine Kitty – {{{vocal}}}" (in Dutch). Single Top 100. Retrieved 3 December 2014.
  12. ^ "Official Independent Singles Nautical chart Height 50". Official Charts Company. Retrieved iii December 2014.
  13. ^ "Impaired Ways to Dice". Apple App Store . Retrieved 27 May 2013.
  14. ^ "Dodge Piranhas and Swat Wasps in new 'Dumb Ways to Die' Game". Creativity Online. 20 May 2013. Archived from the original on 29 Oct 2013. Retrieved 27 May 2013.
  15. ^ Frost, Julian. "Dumb Ways to Die Game". julianfrost.co.nz. Julian Frost. Retrieved viii October 2013.
  16. ^ "Impaired Ways to Die: Y'all have to Keep Them Live, or Die Hilariously". App Chronicles. Archived from the original on seven June 2013. Retrieved 27 May 2013.
  17. ^ Nudd, Tim. "Dumb Means to Die Is Now a Video Game for the iPhone and iPad McCann Australia extends beloved train-safety ad". AdWeek . Retrieved 27 May 2013.
  18. ^ "Dumb Ways To Die tops charts with new iPhone + iPad app game via McCann + Barrel Of Donkeys". Entrada Cursory . Retrieved 27 May 2013.
  19. ^ "Dumb Ways to Die". Google Play Store. Archived from the original on 19 September 2013. Retrieved 18 September 2013.
  20. ^ Wehner, Mike (17 Feb 2014). "Dumb Means to Die is a great way to live". Engadget. Archived from the original on 28 December 2020. Retrieved 25 August 2020.
  21. ^ "Dumb Means to Die 2: The Games - Apps on Google Play". play.google.com. Archived from the original on 28 December 2020. Retrieved 4 September 2020.
  22. ^ "Dumb Ways to Die 3: World Tour - Apps on Google Play". play.google.com. Archived from the original on 28 December 2020. Retrieved 4 September 2020.
  23. ^ Dumb Ways to Die 4! , retrieved 26 Feb 2022
  24. ^ "Dumb Ways to Describe - Apps on Google Play". play.google.com. Archived from the original on 28 Dec 2020. Retrieved iv September 2020.
  25. ^ "Impaired Ways to Dash - Apps on Google Play". play.google.com. Archived from the original on 28 December 2020. Retrieved 4 September 2020.
  26. ^ "Dumb Ways to Dice: Superheroes - Apps on Google Play". play.google.com. Archived from the original on 28 December 2020. Retrieved iv September 2020.
  27. ^ "DumbWays2Die -Youtube Channel". world wide web.youtube.com. Archived from the original on 28 December 2020. Retrieved 4 September 2020.
  28. ^ O'Brien, Susie (25 November 2012). "Ego trip a dumb way to tackle rail safety". The Herald Sunday.
  29. ^ "How nosotros've cornered the market place in terrible advertizing". Herald Sun. 26 Nov 2012.
  30. ^ Dumas, Daisy (19 Nov 2012). "Being impaired is almost cool with surprise advertising hit". Sydney Morning Herald. Archived from the original on 28 Dec 2020. Retrieved 17 April 2020.
  31. ^ Starr, Michelle (19 November 2012). "Metro Trains PSA details dumb ways to die". CNET. Archived from the original on 28 December 2020. Retrieved 19 November 2012.
  32. ^ Booker, Logan (xix November 2012). "Adorable, Yet Horrifying Metro Trains Safe Video Quietly Becomes A YouTube Sensation". Gizmodo. Archived from the original on 28 December 2020. Retrieved 19 November 2012.
  33. ^ a b Stocks, Karen (xix November 2012). "Mobile devices assist 'Dumb ways to die' become the fastest spreading Australian viral brand video of all time". mUmBRELLA. Archived from the original on 28 December 2020. Retrieved 19 November 2012.
  34. ^ "Dumb ways to die video the Gangam Style of train safety". Sunshine Coast Daily. 20 November 2012. Archived from the original on 28 December 2020. Retrieved twenty November 2012.
  35. ^ "Viral Video with 8M Views: "Dumb Ways to Die" Melbourne Metro Advert - Cute, Twisted, Brilliant". International Business Times. five Jan 2013. Archived from the original on 25 January 2013.
  36. ^ Dumb Ways To Die – A Strange Sense of Success Archived 8 July 2017 at the Wayback Automobile Retrieved 16 July 2013
  37. ^ Karalee Evans (11 February 2013). "Dumb Ways To Die and social media bullshit". Mumbrella . Retrieved 9 November 2013.
  38. ^ "Post on your blog for prune on blocked Lebedeva stupid means to commit suicide". Lenta.ru. 5 February 2013. Archived from the original on 28 December 2020. Retrieved 28 Dec 2020.
  39. ^ "Melbourne rails rubber message wins Webby". The Age. 1 May 2013. Archived from the original on 28 December 2020. Retrieved 2 May 2013.
  40. ^ "Dumb Means to Die dominates Sirens". B&T. 10 May 2013.
  41. ^ "Dumb Ways to Die entrada dominates best radio ads of the year". Commercial Radio Australia. Archived from the original on 8 August 2013.
  42. ^ "Impaired Ways does it again". australiancreative.com.au. iv May 2013. Archived from the original on 10 July 2013. Retrieved 10 July 2013.
  43. ^ Sweney, Marker (2013). "Cannes Lions: Impaired Means to Die scoops pinnacle accolade". The Guardian. Archived from the original on 28 December 2020. Retrieved nine August 2013.
  44. ^ "Quirky 'Dumb Ways to Die' entrada sweeps advertising awards". Reuters. 24 June 2013. Retrieved xix May 2014.
  45. ^ Moses, Asher (29 November 2012). "Aussie viral video, 'Impaired Ways to Dice', lives on". Sydney Forenoon Herald. Archived from the original on 28 December 2020. Retrieved 17 April 2020.
  46. ^ Grenoble, Ryan (28 November 2012). "'Absurd Things To Find' Parodies 'Dumb Ways To Die' PSA With Spoof Starring Mars Rover (VIDEO)". Huffington Post. Archived from the original on 28 December 2020. Retrieved 17 April 2020.
  47. ^ Starr, Michelle (28 November 2012). "Impaired Means to Die parody is fifty-fifty more fun". CNET. Archived from the original on 28 December 2020. Retrieved 17 Apr 2020.
  48. ^ "Dumb Movie Ways to Die - Impaired Ways to Die Parody". YouTube. 20 March 2013. Archived from the original on 28 December 2020. Retrieved 20 September 2016.
  49. ^ a b Johnston, Rich (25 June 2013). "Dumb Means To Dice Cleans Up At Cannes - And In Parodies - Bleeding Cool Comic Book, Movies and TV News and Rumors". Bleedingcool.com. Archived from the original on 28 December 2020. Retrieved xvi May 2014.
  50. ^ Diaz, Ann-Christine (two October 2013). "GTA V Meets 'Dumb Ways to Die' in YouTube Parody Video". Advertising Age. Archived from the original on 17 May 2014. Retrieved sixteen May 2014.
  51. ^ Taube, Aaron (iii October 2013). "This 'Chiliad Theft Auto 5' Themed Spoof Of The 'Dumb Ways To Die' Ad Is Tremendous". Business Insider. Bharat.
  52. ^ Nudd, Tim (13 April 2015). "Impaired Ways to Die, Game of Thrones Edition, Chronicles Show's Notable Demises Thus Far Enough of untimely ends". AdWeek. Archived from the original on 28 December 2020. Retrieved 21 May 2015.
  53. ^ "New and Fresh from The Maccabeats: Smart Ways to Live". Israelnationalnews.com. Archived from the original on 28 December 2020. Retrieved 20 September 2016.
  54. ^ "Squid Game - A Dumb Ways to Die Parody". Motion Pattern Awards . Retrieved 12 May 2022.
  55. ^ "The Unexpected Happens Everyday - Empire Life Insurance". one July 2014. Archived from the original on xv July 2014.
  56. ^ "The dumbest mode to dice is without life insurance, Empire Life launches new advertising entrada". 29 May 2014. Archived from the original on five August 2016. Retrieved xxx June 2014.
  57. ^ Nudd, Tim (12 June 2014). "Nothing'due south Sacred: Impaired Means to Doe Now Being Used to Hawk Life Insurance". Adweek. Archived from the original on 28 December 2020. Retrieved 30 June 2014.
  58. ^ "Mumbrella Asia - New Impaired Ways to Dice Spin off game launches". 24 October 2014. Archived from the original on 28 December 2020. Retrieved 24 Oct 2014.
  59. ^ "Dumb Ways to Die - Melbourne International Film Festival (official video)". Metro Trains. Archived from the original on 28 December 2020. Retrieved 22 December 2014. Retrieved on 22 December 2014.

External links [edit]

  • Official website

suttonmoll1936.blogspot.com

Source: https://en.wikipedia.org/wiki/Dumb_Ways_to_Die

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